SPECIAL CASE: FOOD IRRADIATION

IV. SPECIAL CASE: FOOD IRRADIATION

Irradiation is the exposure of food to a source of radiation energy: gamma rays, electrons, and X-rays. This energy inactivates parasites and destroys pathogens in food, including Escherichia coli O157:H7, Salmonella, Campylobacter, and Trichinella spiralis. Irradia- tion destroys insects and extends the shelf life of fresh fruit and vegetables. In 1958, the United States Congress defined the process of food irradiation as a food additive. The U.S. Food and Drug Administration must approve any application of irradiation, and irra- diated foods sold to the consumer must be labeled with the international symbol for radia- tion and the words, ‘‘treated by radiation’’ or ‘‘treated with irradiation.’’ The food industry has hesitated to use this technology, in part due to concern about consumer reaction.

Although consumer understanding of irradiation is limited, interest in purchasing irradiated foods has gradually increased due to increased presentations of the safety and benefits of irradiation in the media (Bruhn, 1998; Bruhn, 1995). Following the FDA ap- proval of irradiation of red meat, television, newspapers, and magazines carried features which included endorsements of irradiation by health professionals. A nationwide study conducted in March 1998 found almost 80% of consumers said they would buy products labeled, ‘‘irradiated to destroy harmful bacteria’’ (American Meat Institute, 1998). This compares to the 1996 response rate of 69% among those who had heard of irradiation (Abt Associates Inc., 1996).

Consumers appear to be responsive to the potential advantages of irradiating poultry. Sixty-seven percent of consumers said it was ‘‘appropriate’’ to irradiate poultry, with pork and ground beef seen as ‘‘appropriate’’ by slightly fewer consumers (American Meat Institute, 1998). Over 60% felt irradiation was appropriate at a fast food restaurant with almost 50% considering it appropriate at the grocery store deli or sit-down restaurant.

Consumers see irradiation’s main advantage as the destruction of harmful bacteria, with almost 80% indicating that as a reason to buy irradiated products. No one expects irradiation to replace safe food handling. In the 1998 survey, 91% of consumers responded that safe food handling is still important (American Meat Institute, 1998).

When asked what information about irradiation would be useful, people indicated information about product safety, nutritional quality, potential harm to employees, and When asked what information about irradiation would be useful, people indicated information about product safety, nutritional quality, potential harm to employees, and

Consumers have purchased labeled irradiated products since 1986, although sus- tained marketing did not occur until 1992 when a record amount of irradiated strawberries were sold in Florida in 1992 (Marcotte, 1992). Thereafter numerous irradiated produce items have been marketed in the Chicago area, and irradiated products typically outsell nonirradiated by a twenty-to-one ratio (Corrigan, 1996; Pszczola, 1992).

Since the fall of 1995 tropical fruit from Hawaii has been in several Midwest and West Coast markets in collaboration with a study to determine quarantine treatment. Over 320 thousand pounds of irradiated fruit has been sold, including papaya, atemoya, rambu- tan, lychee, starfruit, banana, and Chinese taro. The fruit was shipped to an Isomedix plant near Chicago for irradiation between 0.25 kGy and 1.0 kGy (Dietz, 1998).

The market response to irradiated poultry was tested in Kansas. In 1996 market- irradiated poultry captured 63% of the market share when priced 10% less than the store brand, 47% when priced equally, and 18% and 17% when priced 10% or 20% higher (Fox, 1996). In 1997, when consumers read background information about irradiation before making a selection, 80% selected irradiated poultry (Fox and Olson, 1998).